As a brand relatively new in the luxury market, comstop with other competitors in the premium segment, Infiniti this determined to regain her presence in the country by redesigning their models and the opening of new dealerships.
According to the director of Infiniti for Mexico, Latam and Israel, Guillermo Degolladosales officially began inUnited States (EU) at the end of 1988, pato compete with Acura, Audi, BMW, Lexus, Mercedes-Benz and Volvo, and in response to boom of the segment in that market. “Curium“samely,” says the manager, “Infiniti debuted first in the US market before that in Japan”.
Since then, the company has expandedits operations worldwide towards countries like Panama, Dominican Republicna, Mexico, Middle East, South Korea, Taiwan, Russia, China, Ukraine and Chile. In our country, the brand made its debut in 2011 and achieved an annual sales volume of 2 thousand 231 units in 2016a year that stood out as historic for the automotive industry Mexican for its sales figures. Today the automotive has sold 797 units, an aument of 9.8 percent, compared to the previous year.
Infiniti intends keep your focus on a niche segmentaimed at clients who They value quality and exclusivity. “Our average ticket is going up. So, so- We are a niche brand. A brand for a very defined segment,” says Degollado.
How much have they grown in the country?
The company does not seek to compete on price, but through unique experiences to your customers. Currently, we are growing to two digits. So, the mass is there. We have improved our scale, but we do not interested in volume as an objective, but withmo the consequence of generating experience different in the client.
We are focused on grow the chain supplyin having more suppliers, and support the industry in Mexico, that is what which in the end we see as a priority.
What impact do you hope to have by expanding your dealer network in Mexico?
Talking a little about the history of Infiniti We are 35 years old since we were born, we started to import cars to Mexico in 1989. Enterlet’s go to a new stage for the company, continuous evolution, and growth of the network of distributors is a fundamental aspect of the brand strategy. We are expandinggive us for the first time. We had 11 points for sale and we currently have 17 discontributors and our goal is to finish the year with 20, since we are the first country that is ahead in the entire update in the facilities for two years.
We are adapting to the needs of the consumer; we want to focus on our clients, provide them with an experienceclosest company and that they live this cycle with us.
What is the company looking for? Latin America?
We are growing twice as much, without a doubt No We are a massive brand, but we want be different. We want to be a brand aspirational luxury for our investorsZionists, employees and customers. When That happens, we will be happy. This It has everything to do with this growth. of the distribution network, we seek to use the financial institution, which is the largest in Latin AmericaAmerica, to provide added value. We have been pioneers in crossovers, in control cruise, in the engine part buyvariable sion, in speech recognition, We want to return to that root to offer the public something new.
Do they take reference from Japanese culture? to change the relationship with the brand?
Yes, totally. Japanese luxury is one that excitessince each part of the products They have a story. Soon we will have the release that best exemplifiesra this whole new era of the brand, where you can see things like the grill that takes a concept of bamboo forest and lighthouses, the keys of a piano.
What’s next for the brand As for innovation and technology?
We always want to offer fresh products, new, that’s why we will have the spearmost important ment of recent months with the all-new QX80, the model brand insignia and the first to wear the new design language. This model is a clear example of the approach that Infiniti is adopting: advanced technology, a design innovative and a luxury experience that difference from other brands.
They will also arrive for the first time a newI design with new products that look towards the future and new technologiesas air conditioning that is regulated by the temperaturebody temperature, in terms of audio, will be immersive like the one experienced in cinemas.
What does nearshoring mean for the brand?
It obviously represents opportunities. there is an increase in investment and a crefoundation for the countryand that translates to us, and for the industry in general, in much more complex supply chainsPetite and efficient.
What role does Infiniti play in caring for the environment?
One of our priorities as a companyÑía is sustainability, taking care of water, and I I would tell you that everything we do has that signature, being able to be socially responsible and having a sustainable business helps us in the preferences of our clients.
What are you doing to conquer the younger audience?
We bet on an innovative and technological designology that makes us return to our roots. We offer the best hospitality in our dealerships, we have very different thingsthat represent us as a brand, when you enter a distribution store There is music and a very special aroma, which These are things you see in Japanese culture. and we want to transmit that essence to our Mexican consumer.
The T-MEC review is coming, what challenges and/or opportunities do you see in this topic?
We have a group of people who work in that way, since it is a topic of our interest because we have plants in the United States and in Japan. I think it is an issue that we have to work as you go, contributing and adapting to what regulators and specialists request us.
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